Momofuku Scales Engagement, Consumer Data Collection Via QR Codes
Momofuku Goods, a manufacturer of instant noodles, began heavily investing in brand growth in 2024, looking to scale recognition and engagement efforts via digital experiences as it grew its Amazon and retail presence.
As a result, the company rebranded its packaging, working with Brij to elevate its use of QR codes to create dynamic experiences that drive strong sales conversations.
About Momofuku
Momofuku Goods launched in 2020 and is the consumer packaged goods arm of Momofuku, which was founded by David Chang. The company branched out from restaurants into selling pantry staples such as air-dried noodles or sauces directly to consumers. Its products are now available nationwide at retailers such as Target, Whole Foods, Costco and Albertsons.
The Challenge
Momofuku struggled with optimizing its experiences to get the highest email signup rate possible.
"We knew one of our biggest hurdles in expanding to retail would be reaching those customers and bringing them into our digital audience" through channels such as email, SMS and Facebook community groups, according to Emma Hughes, senior manager, DTC and omnichannel lifecycle optimization.
To determine what best resonates, the company tested different offers and module placements, including QR codes on Amazon inserts, using them to curate in-person experiential activations.
Through its partnership, Momofuku streamlined content creation, leveraging digital landing pages without having to involve tech and design teams, making the experience more accessibility for team members.
"Up to seventy percent of the emails captured via our [QR] experiences have been from retail customers, which was a previously untapped consumer audience that was hard for us to reach and bring into our digital ecosystem," says Hughes.
While Momofuku was already tapping into QR code technology, Hughes says this effort helped create more product-focused personalized experiences for its consumers and allowed the company to collect customer data across different sales channels.
The QR code strategy allows the company to "curate seasonal recipe content, promote new product launches and adjust the overall consumer experience with ease," she says.
Jumping Into QR-Supported Marketing
Additionally, Consumer goods companies can increase visibility by placing their email sign-up incentive module as the first module in their digital experience, says Hughes.
Lastly, Hughes suggests that companies test out various offers for driving email sign-ups, "from a DTC coupon to a free digital product, or even a sweepstakes opportunity. Aim for a registration rate above 15% with these different offers."
